Purchasing an Automotive Direct Mail program is a huge decision for a car dealer company.  The dealer must work with this company to customize, personalize and offer discounts or some form of incentive to attract the consumer to come into the store and purchase a vehicle.  The discounts or offer of credit advertised on the mail must be honored and fully backed up by the dealership.  The dealership does not want to create a liability for themselves just because there was some form of “miscommunication” between the direct mail specialists and themselves, intended or not.  It is fair to say, that the car dealer and direct mail specialists need to have a good relationship.